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Cruzcampo

Cruzcampo

Company: Heineken NV

Brand Value: US$690 million

Change since 2018: 5%

Headquarter city: Seville

Category: Beer

Year of launch: 1904

Cruzcampo is a popular beer brand, with particularly strong bonds to Andalucía and Extremadura. Curiously, Cruzcampo is the best-selling product on Amazon online in the city of Seville, capital of Andalucía. In the past year, it has been celebrating over a century of history, by using its original image on its bottles and in communications. This includes using the old-style typography and the original image of “Gambrinus”, a mythical brewer who has featured on Cruzcampo labels in various guises since the 1920s. The decision on which image to use was made through a public vote by Cruzcampo consumers. The full-bodied Cruzcampo Especial variant, which until recently was only available in barrels, is now also offered in cans and bottles, and the launch of these new formats has been accompanied by the launch of a new brand campaign, “Libera lo que sientes” or “Release what you feel”, which uses irony to amuse consumers. Cruzcampo is exported to several major markets including Japan, the UK and the United States.